Exam 8: Methods of Collecting Primary Data

List the advantages and disadvantages of administering survey questions over the telephone.

A questionnaire included a question on age and gave the following categories respondents could select: 0-10 years old, 10-20 years old, 15-30 years old, 25-40 years old, 35-50 years old, and over 50 years old. What is the problem with this?

To really understand how consumers shop in stores, Bob, a market researcher, got a part-time job at a grocery store to observe first-hand how consumers shop. What type of researcher is Bob?

Observation is not used for quantitative research.

Interviews are helpful in gathering data when dealing with complex or sensitive issues.

What is ethnographic research and why would it be used? Explain whether this approach is considered "unobtrusive."

The person guiding a focus group is called a(n) _____.

Focus groups are guided by a moderator who encourages discussion and keeps the group from straying too far from the primary topic. To be effective, moderators should possess several characteristics. Which of the following is NOT one of those characteristics?

Farah is conducting a study and she calls potential participants before she sends a survey in the mail. What approach is Farah using to increase the response rate?

Ethnographic research and content analysis are two special forms of what type of data collection method?

Which of the following might impact the response rate of traditional mail surveys?

Data collection approaches can be divided into two categories, which are _____.